Green & GoldCampaigns centred upon Australian nationalism

26th of June 2014

Jeep

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The iconic grill, print (not a multi platform campaign), playing off an idea that Jeep has used before

KFC

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Ned Kelly Bucket, print, simple copy

McDonalds

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Macca’s campaign – Australia Day 2013

McDonalds

- Nothing is more Australian then giving nicknames- Started in social media, posing a question to consumers: “McDonald’s

or Macca’s?” – December 2012- Followed up by a PR stunt: Submitting ‘Macca’s’ for inclusion in the

Macquarie dictionary- “There’s only one place where you can get Macca’s”- Fully integrated campaign: Television, print, outdoor, transit, and social

media application (nickname generator)- 15 McDonalds signs around the nation changed to ‘Macca’s’

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Macca’s campaign – Australia Day 2013

Dick Smith

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‘Banned’ – Australia Day 2013

Dick Smith

- Originally a TVC intended to air Australia Day 2013 for Dick Smith Foods

- Ad was banned due to multiple reasons (mostly regarding the repeated use of innuendo)

- Creating controversy before a big television event: free media coverage- Available all over the internet- PETA did something similar for the Super Bowl in 2009

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‘Banned’ – Australia Day 2013

Vegemite

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Toast of the nation – 2011/2012

Vegemite

- Search started in May 2011 for ordinary Aussie’s who are ‘made from vegemite’ (exemplify the Australian Spirit)

- Released two TVC examples to get the ball rolling (Phiggles and The Darwin Ice Hockey team)

- Nomination system run through website/social media- Series of visuals created every week including documentaries, vlogs,

photo albums - Interactive: Sharing, supporting and voting- TV, Radio, PR, Digital, Social Media, Experiential and Retail

components

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Toast of the nation – 2011/2012

KFC

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Summer of Cricket – 2013/2014

KFC

- Campaign focused around the Ashes and ‘getting behind the green and gold’

- Launched with TVC’s, changing the appearances of 5 stores (2 NSW, 1 Vic, 1 SA, 1 QLD), as well as a change of branding in 600 stores (uniforms and boxes), social media coverage and ticket giveaways.

- Integrated campaign with PR, TV, social media and experiential components

- Various competitions and UGC examples such as #bucketheads, Big Bash’s million dollar catch and the green and gold sky box

- Massive coverage and exposure throughout the summer due to sponsorship of Cricket Australia

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Summer of Cricket – 2013/2014

Pie Face

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Australia’s Biggest Pie - Australia Day 2013

Pie Face

- Very basic campaign idea to make the biggest pie in Australia, and present it to the public on Australia day in darling harbor

- Experiential set up with giveaways, a DJ, dancing and photo opportunities with aforementioned pie

- Driven by social media (Facebook and Twitter), no coverage on the Pie Face website blog or press release section.

- On the day: PR coverage – breakfast TV and radio drops/live crosses.- Post: visual content for social media platforms

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Australia’s Biggest Pie - Australia Day 2013

IGA

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Say G’day – Australia Day 2014

IGA

- Remaking of Australian Icon Slim Dusty’s ‘G’day G’day’ by independent artists, and released for free stream or download

- Getting shoppers in the spirit- Recipe’s, products and offers available on dedicated Australia Day

sections of the IGA FB page and website- Personal portraits drawn and shared on online platforms- Driven by website, social media and outdoor coverage

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Say G’day – Australia Day 2014

Bonds

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Wear Australia (Chesty Bonds 70th anniversary) – Australia Day 2008

Bonds

- Bonds aimed to capture an authentic look into contemporary Australia while reinforcing the brands iconic status

- Chose a photographer to travel Australia and find different examples of every day Australian’s wearing the Chesty as a symbol or the ‘uniform’ of Australia

- Photo exhibitions of the campaign images were also run - Supported by Outdoor, Radio, Point of Sale and online components

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Wear Australia (Chesty Bonds 70th anniversary) – Australia Day 2008

Stihl

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This is my Backyard – Australia Day 2012

Stihl

- Stihl launched a search for Australia’s best backyard with a national competition inviting people to nominate their yard as the perfect place to celebrate Australia Day

- The winner hosts a BBQ, gets a prize package and a visit from a ‘backyard hero’

- Launched through Stihl’s website and social media coverage, encouraging the development of a community of users

- People nominated their own backyards through uploading visual content, and voted for others

- Radio and print were also used to bolster the campaign and expand its reach

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This is my Backyard – Australia Day 2012

Meat & Livestock Australia

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Sam Kekovich annual Australia day address – for nearly the last 10 years

Meat & Livestock Australia

- Chronicling Sam Kekovich’s fight against ‘unaustralianism’- The MLA has used Sam’s ranting style as a call to action for all

Australians to barbecue lamb on Australia day. - An annual Austraia day address in the form of a TVC, and now

expanding into digital and social media (applications, online games and video content)

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Sam Kekovich annual Australia day address – for nearly the last 10 years

Meat & Livestock Australia

- January 2nd: Channel Ten releases a clip of Kekovich being hit in the head with a cricket ball (premise behind the ‘lambnesia’ idea)

- January 9th: First look released on Sunrise, along with an appearance by Sam

- MLA Placements throughout Ten’s Australia Day Showdown 2013- Traffic directed to ‘lambnesia’ quiz website- Point of sale elements also used

- http://mumbrella.com.au/kekovich-spruiks-lamb-for-coles-mcdonalds-and-mla-in-austraioli-day-blitz-134633

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2013: ‘Lambnesia’

Meat & Livestock Australia

- January 8th: Sneak peak of the TVC released during Sam's appearance on channel 7

- January 9th: Full ad aired and released online- January 15th: Content released via Nova to support the generation lamb

campaign- Additional visual content released via social media to supplement the

campaign (video and pictures)

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2014: ‘Generation Lamb’

Havaiana

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Australia Day Thong Challenge – Launched 2006

Havaiana

- Yearly extravaganza, become somewhat of a tradition- Promoted on a dedicated website, via social media and on the ground - Content post activation plays an important role

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Australia Day Thong Challenge – Launched 2006